Buyers don't buy features
and benefits
They buy technology that solves a real problem. From people who sound like people.
We don’t write about features and benefits—or the jargon that comes with them—because people don’t talk like that.
Think texts, social media, short videos.
Clear. Concise. Confident.
No hype.
Isn’t it time to change the content script?
To everyday language that earns attention and builds trust.
The kind that connects.
The kind that sells more.
Bruce Goldfaden
I founded LSV Communications in 2016. I worked in oilfield marketing communications from 1997 to 2016 [below]. Before marketing, I worked in radio and TV news where my conversational voice and tone originated.
Oilfield marketing communications
Fairmount Santrol
Marketing communications manager
Hired to develop, launch proppant thought leadership strategy
Coauthored technical paper, The Long-Term Economic Value of Curable Resin-Coated Proppant Tail-in to Prevent Flowback and Reduce Workover Cost; edited technical papers; launched, cowrote Proppant Briefs; developed trade journal editor relationships, resulting in 13 published articles at zero advertising cost to company
Developed and launched proppant business segment’s first print and digital advertising strategy, including programmatic, search engine marketing, retargeting, geotargeting campaigns
Researched, wrote web writing style guide, establishing informal, conversational voice and tone for fairmountsantrol.com redesign; wrote, edited 100 content pages, based on style guide with SEO and value messaging, boosting company’s search engine results
Baker Hughes
Web content manager
Marketing communications manager
Web Content Manager: developed web content strategy for bakerhughes.com redesign; researched, wrote web writing style guide, establishing informal, conversational voice and tone; project managed, wrote, edited 750 content pages, based on style guide with SEO and value messaging. Boosted company’s key oilfield words search engine results to Google page 1, nearly eliminating $40,000-per-month Google Adwords expense
Marketing Communications Manager: project managed communications for 8 drill bit product launches: planning; writing product information, landing pages, and video scripts. Managed media relations, resulting in numerous published articles to promote products, including 14 articles for 1 product launch, at zero advertising cost to company
Schlumberger
Marketing communications writer/editor
Web Content Editor: developed web content strategy for slb.com redesign; researched, coauthored web writing style guide, establishing informal, conversational voice and tone; wrote, edited 350 content pages, based on style guide
Lead Editor: GeoQuest Bulletin, quarterly software magazine
Editor: Oilfield Review technical articles
Writer, Editor: product brochures and flyers, press releases, employee magazine articles